What is Kapferer prism?

What is Kapferer prism?

The Brand Identity Prism is a well-known marketing model, also referred to as Kapferer’s Brand Identity Prism. It is a hexagonal prism that represents the six key elements that make up brand identity. The Brand Identity Prism was a major contributor to our understanding of the role of storytelling in branding.

What are the characteristics of the Kapferer’s brand prism?

The Kapferer Brand Identity Prism contains six unique elements of brand identity. The six elements are physique, personality, culture, relationship, reflection, and self-image.

What’s the culture in a brand prism?

Inscribed on the hearts of marketing graduates worldwide, Jean-Noel Kapferer’s Brand Identity Prism is a model that helps businesses build strong, enduring brand identities that reflect their core values. It proposes that a brand’s success is driven by a company-wide utilisation of the following elements: Physique.

How do you fill a brand identity prism?

The following six characteristics make up the brand identity prism.

1. Physique. This aspect represents all of the physical qualities that will be seen by consumers, including the brand’s logo, color, shape, and any other symbols.
2. Personality.
3. Culture.
4. Relationship.
5. Reflection.
6. Self-image.

What is the brand identity prism used for?

Kapferer way back in 1986, the brand identity prism, sometimes called the Kapferer Brand Identity Prism, is a concept for describing a brand’s identity through its characteristics. The prism diagram is a useful visualization for identifying not only a brand’s core characteristics, but how they relate to one another.

What do I want my personal brand to reflect?

Your personal brand must align with, and reflect, your likes and interests. What is it that you want to do, and what attributes and qualities express your passion? If you want to be a professional speaker, market yourself as someone with public speaking skills and ambition in your field of expertise.

What is self-image in brand prism?

Self-image relates to the way in which customers see themselves in a particular brand. Brands can use self-image to their advantage by incorporating it into their identities. Self-image is like a mirror the target group holds up to itself—by associating themselves with certain brands, they see themselves differently.

What’s Nike’s physique when brand prism is considered?

According to Kapferer’s model, the brand identity prism for Nike running shoes has six dimensions which are physique, relationship, reflection, personality, culture and self-image. The physique of Nike running shoes is “sport- running” because that is what the running shoes being made for.

What does a brand identity prism do?

The brand identity prism provides an informative illustration of the intersection between your brand’s identity (how you want to be perceived) and your brand’s image (how your brand is actually perceived).

What are the different levels of brand identity?

According to Aaker (1996), there are four brand identity perspectives; the brand as a product, the brand as organization, the brand as person and the brand as symbol (Aaker, 1996, p.

What is the Kapferer brand identity prism model?

The Kapferer Brand Identity Prism model is a widely accepted model in the marketing world. The prism visualises six aspects of a brand identity, namely: physique, personality, culture, self-image, reflection, and relationship. This model connects with brand management and enables the brand manager to look at the brand from different perspectives.

What is brand culture in brand identity prism?

Brand culture plays an essential role in Kapferer Brand Identity Prism and helps differentiating brands. It indicates the ethos whose values are embodied in the products and services of the brand. Example: Royal Enfield motorcycles in India have a cult following as the brand has a very strong culture.

What is keykapferer’s list?

Kapferer’s list provides a means by which to identify some key aspects of the communication of a brand. Thinking in these terms invites us to consider the role of the client in forming a brand identity and take this into account when managing that brand.